Purpose: The purpose of this thesis is to reach an understanding of how consumers perceive slogans. The study examines how a slogan affect Brand Equity in an industry categorised by tough competition and where the companies offer similar services. Methodology: A qualitative study with a hermeneutic approach and a constructivist ontological perspective has been implemented. The thesis scientific approach is abductive. The analysis and the conclusions are based on theories from journal articles and literature. The empirical data was obtained from interviews and websites. Theoretical Perspectives: With Aakers Modell; Relationship between Brand Equity and advertising slogans (1991) as a starting point, theories regarding the construction of... (More)

Purpose: The purpose of this thesis is to reach an understanding of how consumers perceive slogans. The study examines how a slogan affect Brand Equity in an industry categorised by tough competition and where the companies offer similar services. Methodology: A qualitative study with a hermeneutic approach and a constructivist ontological perspective has been implemented. The thesis scientific approach is abductive. The analysis and the conclusions are based on theories from journal articles and literature. The empirical data was obtained from interviews and websites. Theoretical Perspectives: With Aakers Modell; Relationship between Brand Equity and advertising slogans (1991) as a starting point, theories regarding the construction of slogans has been studied. This in order to gain a better understanding for its roll in a corporations Brand Image and in extension its Brand Equity. Empirical Foundation: The empirical material as the analysis is based on is obtained the selected airlines websites and eight semi-structured interviews, with persons who met the criteria’s in order to submit more credible results. The requirement was that the respondents would regularly fly abroad and have a steady income. This to some extent reduce price as determining factor when choosing airline. Conclusions: The chosen theories in with the empirical material has given insight in how slogans can affect Brand Equity in markets that are characterized by tough competition and similar services. A knowledge grant regarding how the perception about slogans within the flight industry and their effect is presented. The knowledge to be gained leis within the respondents subjective opinions. (Less)